In the ever-evolving world of furniture and home improvement, understanding consumer behaviour is key to maintaining a competitive edge. The Furniture & Home Improvement Ombudsman (FHIO) answers the often heard question: Why do consumers complain?
The answer lies in a combination of expectations, communication gaps and, at times, unmet promises. For retailers, traders and manufacturers, addressing these issues proactively can not only reduce complaints but also enhance customer loyalty and brand reputation.
The Root of Consumer Complaints
Consumers today are more informed and empowered than ever before. With access to online reviews, social media and comparison tools, their expectations are high. When these expectations are not met, complaints arise. Based on our experience at FHIO, the most common reasons for complaints in the furniture and home improvement sector include:
- Product Quality and Durability
Consumers expect furniture and home improvement products to be durable, functional and fit for purpose. When items arrive damaged, fail prematurely or do not meet the advertised standards, dissatisfaction follows. - Delivery and Installation Issues
Late deliveries, incorrect items or poor installation services are frequent pain points. Consumers often plan their lives around delivery schedules, and delays or errors can cause significant inconvenience. - Communication Breakdowns
A lack of clear communication between retailers, traders and consumers can lead to misunderstandings. Whether it’s unclear delivery timelines, missing product information or unresolved queries, poor communication is a common trigger for complaints. - After-Sales Service
When issues arise, consumers expect prompt and effective after-sales support. A lack of responsiveness or failure to resolve problems quickly can escalate dissatisfaction.
Turning Complaints into Opportunities
While complaints may seem like a challenge, they also present an opportunity for businesses to improve and build stronger relationships with their customers. Here are some actionable insights for retailers, traders and manufacturers:
- Prioritise Quality Control
Invest in robust quality control processes to ensure products meet the highest standards. Regularly review supplier performance and address any recurring issues. - Streamline Delivery and Installation
Work with reliable logistics partners and provide accurate delivery estimates. Ensure installation teams are well-trained and equipped to handle jobs efficiently. - Enhance Communication
Keep customers informed at every stage of their journey. Use clear, transparent language in marketing materials, contracts and correspondence. Proactively update customers on any delays or changes. - Strengthen After-Sales Support
Establish a dedicated after-sales team to handle queries and complaints promptly. Empower staff to resolve issues effectively and ensure customers feel heard and valued.
The Role of the Ombudsman
At FHIO, we are committed to supporting both consumers and businesses in resolving disputes fairly and efficiently. By adhering to our Code of Practice, businesses can demonstrate their commitment to high standards and customer satisfaction. Our independent dispute resolution service provides a safety net for consumers, while also helping businesses maintain their reputation. FHIO works with businesses to equip them with data and insight captured through the impartial resolution of disputes. This helps businesses to understand the specific root causes behind the complaints they receive, while also highlighting what is working well.
Conclusion
Understanding why consumers complain is the first step towards reducing dissatisfaction and cultivating long-term loyalty. By addressing common pain points and prioritising customer care, retailers, traders, suppliers and manufacturers can turn potential complaints into opportunities for growth.
